Server-to-server tracking sends data between servers instead of using the browser as an intermediary. For this reason, you’re more likely to dodge ad blockers and cookie loss.

This mode of tracking is great when you prioritize accurate and up-to-date records covering how the audience is interacting with your pop ad. And by preventing S2S errors, you’re more likely to yield the benefits.

Why Care About S2S Tracking in Pop Advertising

Pop ads are usually closed in an instant, which can cause errors with redirects and blocked scripts. So, when traditional methods fail to gather accurate data, S2S may still succeed.

Pixel-Based vs Server-to-Server Tracking

The “opposite” of S2S is pixel-based tracking, where you send the conversion data through the browser as a script attached to a pixel. To display the main differences, we have prepared the table below:

How postbacks work in pop traffic

Postbacks help avoid errors by sending a server-to-server callback. This creates a postback URL when the user completes the desired action, not just when they click the pop ad. Combined with the click ID, you can accurately see the user who generated the event.

Integrating S2S Tracking with Advertising Networks

Correct integration with advertising networks like Kadam helps prevent conversion losses. Having accurate data at hand, you’ll be able to better decide the direction of your pop campaign.

Required parameters for accurate conversion passing

The only required parameter for the setup is the click ID for tracking the action back to the pop ad. However, we also recommend setting parameters based on conversion type, like signup or purchase.

Postback URL setup and test conversions

We have different pages dedicated to helping you with this. For example, if you want to configure based on CPA, here are the general steps plus testing conversions:

1. Configure the URL.
2. Create test conversions to see if they will be received and attributed properly.
3. Verify the logs.

The specific steps will depend on the program that you use. We have outlined this on the postback integration page.

Common Postback Mistakes and How to Avoid Them

S2S errors can give you a false picture of the health of your campaign. So, try to avoid these mistakes:

Token mismatches and lost conversion data

A missing or mismatched click ID means the conversion will not be attributed properly. So, ensure consistent conversion passing by checking your setup details before you get started.

Duplicate conversions and incorrect statuses

This can inflate the conversion rate and skew your metrics. So, verify that the transaction identifiers are unique to each event.

Optimizing Campaigns Using S2S Data

Assuming proper postback integration, you’ll have access to accurate data. Use what you know to make your ad spend more efficient.

Create auto-rules and disable ineffective segments

Using auto-rules is important for pop ads because it’s easy to get a lot of impressions. This allows you to better manage the direction of your campaign without being in front of your screen all the time. By disabling non-performing segments, you can also improve the returns on your ad spend.

Correct CR/CTR and ROI attribution in the tracker

We recommend checking this from time to time. This way, you can detect and correct any anomalies early on.

Stability and Security Recommendations

S2S tracking is generally less prone to fraud. However, you should still proactively seek to ensure that everything goes smoothly.

Anti-fraud tools, proxies, and traffic validation

Anti-fraud tools help block suspicious activities that can drain your budget. Then comes validation. Proxies can help establish whether the traffic source is legit, while traffic validation ensures that the users are genuine.

Quality control and source verification in pop ads

Use the incoming conversion data to monitor traffic quality. Track publishers to review their individual performance, then block non-converting sources. 

FAQ

What is S2S tracking, and why is it used in pop advertising?

S2S or server-to-server tracking allows data to be sent between servers without involving the browser. It’s great for pop traffic because users tend to close tabs right away, which causes cookie loss.

Which parameters are required for a correct postback?

The only required parameter is the click ID. However, we recommend looking into optional parameters. For example, consider tracking the transaction ID if your main goal for the pop campaign is to generate sales.

Why do conversions get lost during incorrect S2S integration?

There may be an issue with conversion passing. This may involve the click ID not being transferred, getting overwritten, or not being returned.

How can duplicate conversions be prevented in postbacks?

Make sure that every click ID is unique to the conversion. You can also consider using timestamps or setting a rule to only count the first occurrence.

How can S2S data be used to optimize pop campaigns?

S2S tracking lets you know what kind of sources and placements are driving clicks. The resulting data is also more accurate, which increases its reliability as part of your pop campaign.